Launch Plan of a Protein Biscuit

MAZEIN
(MAZ)BUTI + PROT(EIN)
Group 1
Brand Shastras

More than 80% of India suffers protein deficiency as per recent survey
NEED: India has a declining per capita protein consumption in urban and rural areas
To fill the gap, we offer a better alternative - a biscuit having lots of protein!

Positioning Mazein as a biscuit made of organic proteins.

SEED: Mazein is “Making Biscuits Real Again!”

Targeting health enthusiasts, athletes, people too busy to eat a proper meal
HEED: Those looking for a healthy option in the evening snack break
Brand Shastras

DEED: We will give free trials outside public spaces such as malls, food courts

FEED: Collecting data from deed shastra and sending them marketing emails

SPEED: Start from one city and expand to other cities

Brand Shastras

Develop trust by scheduling visits to the retailers and getting reviews from
CREED them on the difficulties or problems which the customer is facing
:
Main focus on Flavour, Function & Authenticity
Introduction of new and interesting, healthy flavours like Fruit or Yogurt
BREED Focused towards digestive health benefits
: Targeting the young consumers to fuel their energetic lifestyle

Mazein can be manufactured with different Protein content eg. 30g/50g

EXCEED Introduction of new flavours like choco almond etc
:
Marketing Strategy
Total Market Size for biscuits in India: Target urban regions first - general stores,
supermarkets, e-commerce
Rs. 55,000 Cr

Move into rural areas next as market size growth rate

in rural areas is higher

December 2021 quarter:

Rural markets grew 14.2% YoY

Top metros reported only 0.8% YoY growth

https://www.livemint.com/companies/news/why-are-fmcg-majors-chasing-growth-in-rural-india-11614504243913.html
Competitor Analysis
● The normal biscuit brands such as Parle, Britannia Nutrichoice will be our biggest competitors.
● Other major competitors here would be protein bars available in the market. Some of them are RiteBite,
Unibic, Muscleblaze Hi-protein bars, etc.
● Moreover, the fitness clubs (eg. Herbalife) provided protein shakes would also compete with our product.
Also, the Horlicks protein shake comes into picture here.
● Furthermore, the protein rich cookies available in the market will be our competitor as well
● Some protein rich chocolates such as Fuse will compete as well.
 VAADS Module
Sampling Visibility
Sampling aids in the creation of opportunities to Increase the market presence of MAZEIN as much
buy, increasing sales as customers get to experience as possible
product before buying “Jo dikta he woh bikta he”

VAADS
Demonstration Availability
Demonstrating numerous products and To increase sales and market share, you must
services that pique consumer's interest assure availability
“Jo milta hai woh khilta ha”

Affordability
Only when the pricing is right and affordable then only it will generate a opportunity to buy
Pricing Strategy
Cost - Plus Pricing

● MAZEIN is intended to replace the unhealthy biscuits

● Using Cost - Plus Pricing we are offering Premium Quality at Affordable price
● This Pricing strategy focuses on benefit of consumer and business
● Our main focus is on stability and consistency in our returns

Weight (g) Price (Rs)

100g Rs 30

250g Rs 70
THANK
YOU!